Data Analytics Case Study: How an app building platform measured their marketing spend?
Google Data Studio turns your data into informative, easy to read, easy to share, and fully customizable dashboards and reports. Use the drag and drop report editor to:
- Tell your data story with charts, including line, bar, and pie charts, geo maps, area and bubble graphs, paginated data tables, pivot tables, and more.
- Make your reports interactive with viewer filters and date range controls. The data control turns any report into a flexible template report that anyone can use to see their own data.
- Include links and clickable images to create product catalogs, video libraries, and other hyperlinked content.
- Annotate and brand your reports with text and images.
- Apply styles and color themes that make your data stories works of data visualization art.
About:
App building might be getting easier, with so many DIY tools, but marketing the app (there are over 5 million different apps between the App Store and Google Play), for downloads and thereafter driving engagement in this increasingly crowded market, is amazingly complex and no small task.
Understanding the target consumer, planning app discovery beyond the app stores and driving app engagement and re-engagement pushed this multi-dimensional app building platform to reshape its data and analytics strategy.
Goals |
Approach |
Result |
|
|
|
|
|
|
|
|
|
Approach:
In today’s increasingly complex marketplace, we as marketers face the challenge of operating across a fractured and diverse media landscape. This App platform was no exception. Grappling with data silos created by this system, it was important for the company to track, report, and optimise key metrics.
Since they were already using Google products like Google Analytics and DoubleClick, adding Google Data Studio to the mix was a no-brainer.
“We have some tall order achieved in our brief timeline having enabled over 100’s of global enterprises, hundreds of thousands of business users, assimilated best practices for each business vertical or domain with a fine team based across 3 countries. With this it was very important to have a data-driven marketing decision, because there could be a lot of subjectivity. Data Studio has helped us undergo a digital revolution.”
– CMO
Taking further advantage of GMP’s machine learning, the company used data-driven attribution to maximise performance, budget allocation and return across the many partners led sales channels active within the regions they operated in.
Following the digital maturity template, they adjusted their organisational structure to ensure better integration between previously siloed brand, creative, trade, product, and technology teams.
Working alongside their agency partners, this cross-functional approach ensured that the full range of stakeholder perspectives was considered during campaign ideation, helping drive business performance across all 3 countries.
The company also found a way to minimize app abandonment – a regular complaint from its clients, by showing clear value for the users, well past the initial app download.
Explore how Skilfinity can help you consolidate your data systems, tell your data story with flexible charts and convert them into the works of data visualization art.
